PENGARUH PERSEPSI HARGA, PROMOSI PENJUALAN, KUALITAS PELAYANAN, VARIASI PRODUK DAN KEMUDAHAN AKSES TERHADAP LOYALITAS PELANGGAN (Studi Pada PT. Hidup Makmur Terencana Tours and Travel)

Nora Triyana, Ika (2019) PENGARUH PERSEPSI HARGA, PROMOSI PENJUALAN, KUALITAS PELAYANAN, VARIASI PRODUK DAN KEMUDAHAN AKSES TERHADAP LOYALITAS PELANGGAN (Studi Pada PT. Hidup Makmur Terencana Tours and Travel). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh persepsi harga, promosi penjualan, kualitas pelayanan, variasi produk dan kemudahan akses terhadap loyalitas pelanggan PT. Hidup Makmur Terencana Tours and Travel. Dalam penelitian ini, metode yang digunakan adalah Metode pengumpulan data berupa kuesioner yang di ukur skala likert. penelitian ini menggunakan metode koefisien determinasi dan pengujian hipotesis secara parsial maupun simultan. Populasi dalam penelitian ini adalah semua pelanggan PT. Hidup Makmur Terencana Tours and Travel dengan jumlah sampel sebanyak 100 responden dengan pengambilan teknik purposive sampling. Hasil penelitian ini menunjukkan bahwa variabel persepsi harga (X1) berpengaruh positif terhadap loyalitas pelanggan sebesar 99,8% dan signifikan. Kemudian variabel promosi penjualan (X2) berpengaruh positif terhadap loyalitas pelanggan sebesar 0,9% dan signifikan. Selanjutnya variabel kualitas pelayanan (X3) berpengaruh negatif terhadap loyalitas pelanggan sebesar 0,1% dan tidak signifikan. Kemudian variabel variasi produk (X4) berpengaruh positif terhadap loyalitas pelanggan sebesar 99,6% dan signifikan. Selanjutnya variabel kemudahan akses (X5) berpengaruh positif terhadap loyalitas pelanggan sebesar 0,10% dan signifikan. Secara simultan persepsi harga, promosi penjualan, kualitas pelayanan, variasi produk dan kemudahan akses berpengaruh positif terhadap loyalitas pelanggan sebesar 99,9% dan signifikan. Dari penelitian ini dapat disimpulkan bahwa persepsi harga, promosi penjualan, variasi produk dan kemudahan akses berpengaruh secara positif dan signifikan terhadap loyalitas pelanggan. Sedangakan kualitas pelayanan berpengaruh secara negatif dan tidak signifikan terhadap loyalitas pelanggan. Kata Kunci : Persepsi Harga, Promosi Penjualan, Kualitas Pelayanan, Variasi Produk, Kemudahan Akses dan Loyalitas Pelanggan ABSTRACT This study aims to determine how much influence the perception of price, sales promotions, service quality, product variations and ease of access to customer loyalty PT. Hidup Makmur Terencana Tours and Travel. In this study, the method used is the method of data collection in the form of a questionnaire that is measured Likert scale. This study uses the coefficient of determination and hypothesis testing partially or simultaneously. The population in this study were are all costumers of PT. Hidup Makmur Terencana Tours and Travel with a total sample of 100 respondents by taking purposive sampling techniques. The results of this study indicate that the variable price perception (X1) has a positive effect on customer loyalty of 99,8% and is significant. Then the sales promotion variable (X2) has a positive effect on customer loyalty by 0,9% and is significant. Furthermore the service quality variable (X3) has a negative effect on customer loyalty by 0,1% and is not significant. Then the product variation variable (X4) has a positive effect on customer loyalty of 99,6% and is significant. Furthermore the ease of access variable (X5) has a positive effect on customer loyalty of 0,10% and is significant. Simultaneously price perception, sales promotion, service quality, product variety and ease of access have a positive effect on customer loyalty of 99,9% and are significant. From this study it can be concluded that price perceptions, sales promotions, product variations and ease of access have a positive and significant effect on customer loyalty. While the quality of service has a negative and not significant effect on customer loyalty. Keywords: Price Perception, Sales Promotion, Service Quality, Product Variation, Easy of Access and Customer Loyalty

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorPrabantoro, GatotUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 05 Jan 2022 02:50
Last Modified: 05 Jan 2022 02:50
URI: http://repository.stei.ac.id/id/eprint/6640

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